Stay up to date with trends for physical retail!
The recovery of the Brazilian and global economy post-COVID-19 has good expectations for the beginning of the year and it is very important for businesspeople to be aware of changes in their audience's behavior. What we noticed most during social distancing was the development of new purchasing and consumption habits and even with the timid easing of the opening of commerce with cautious safety measures, There are consumers who do not discount the value of their experience on site.
Social distancing accelerated the digitalization process to perform various tasks in people's daily lives and even those who were averse to technology or were unfamiliar with the tools started to use digital resources to keep relationships warm and minimize the feeling of distance. These people have become accustomed to the speed and practicality of this new environment and it is there that the store owner can find excellent opportunities to boost sales.
Therefore, we accessed the main research that indicates what will be trends in post-pandemic retail and highlighted for you some of these transformations that will help you better prepare to have a greater positive impact on the results of your physical store in this new normal.
Digital showcase
Discover and bet on digital storefronts, screens that can be distributed at strategic points throughout the store, such as at the entrance, to attract customers “seduced” by a promotion, announce a new collection, products and prices, guide the direction of a cashier or section inside the store, show the weather forecast for the day or weekend, inform you about what hygiene and safety measures the store has adopted to protect its customers and salespeople. These are examples of how the resource can be useful and give the brand more visibility, offering a more interesting experience than the competitor's.
Omnichannel – to be or not to be?
Be present where your audience is. Whether in-person or online (e-commerce, mobile commerce/applications), using multiple channels that converge intelligently to talk to your customer can offer a much more complete and satisfying experience. A survey of the Forrester Research carried out in 2016 indicated that customers who interact with a brand's multichannels (physical, website and application) spend 40% more than those who use just one channel.
Technology at the point of sale
Self-service will be increasingly common, as each customer can make their own payment or any other request, without the need to contact a salesperson or attendant, this reduces the risk of contagion and increases the practice of safety measures such as distancing . These results are not only due to public health restrictions and care, This digitization was already happening, but now it is more than necessary.
Invest in experience
To complete our overview of new trends, the Ibevar (Brazilian Institute of Retail and Consumer Market Executives) released a study on the biggest transformations in the sector and concluded that this is an excellent opportunity for brands to become necessary for consumers, valuing and investing in their experiences.
According to the Institute, these are the main directions for the retail market: Do it yourself – a movement that encourages the creation with personal touches of what you will consume; the circle of local consumption encouraged by the idea of sustainability of local traders and entrepreneurs.
Focus on your customer, their needs and the experience they want and expect to have in your store, with your brand and guide your commercial marketing strategies in this direction. The result is just a matter of time.
Now that you are up to date with retail trends, develop your strategies and go in search of results!
